Despite the sluggish economic recovery, consumers are continuing to dine out. According to data in the newly released Cheers On-Premise BARometer Handbook, published by The Beverage Information Group, many customers are seeking a more sophisticated experience when eating out and when ordering adult beverages. Bartenders must stay on top of trends such as “culinary cocktails,” artisanal spirits, specialty non-alcoholic drinks, regional wines and organic and micro-brewed beers to keep customers’ interest.

Still, the top drinks have not changed much over the years. According to the bar manager’s survey, the Margarita remains the most popular mixed drink nationwide, although decreasing slightly in share. The Martini and Rum and Coke both take second and third spots, respectively. The Cosmopolitan cracked the top five this year, which it hasn’t accomplished since the 2008 survey.

Other trends revealed in the survey include: Absolut narrowly beat out Grey Goose as the leading call brand in 2011. Chardonnay is still the best-selling wine varietal because consumers find it easy to order and drink. Merlot continues to be more popular in hotels and clubs. Finally, in the beer segment, Corona edged out Heineken as the best-selling imported beer and Sam Adams continues as the most popular craft beer.

The Cheers On-Premise BARometer Handbook provides invaluable insight into beverage alcohol trends impacting the on-premise market. The 2011 edition is an abbreviated edition focusing on the bar manager’s survey which examines the observations of bartenders and bar managers at on-premise venues in major metro markets. The result is a comprehensive research study which tracks the trends in the beverage alcohol industry. From consumption information to consumer analysis and economic outlooks, the Cheers On-Premise BARometer Handbook can give you the tools to create the best drink menus and the most effective sales and promotion packages for your brands. The publication also includes industry-related articles written by beverage alcohol professionals.

The cost of the publication is $1,595; with CD $1,895. Shipping and handling: $15 for U.S. orders, $25 for all other orders. The handbook/CD can be purchased at www.bevinfostore.com or by calling Cynthia Porter at (630) 762-8709.

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